The Impact of Marketing Intelligence on the Logistical Performance of Algerian Economic Enterprises

Abstract

The study aims to reveal and diagnose the extent of the impact of marketing intelligence on logistical performance in Algerian economic enterprises through empirical verification. To achieve this objective, a questionnaire was adopted as the main tool for data collection and distributed electronically to a sample of 385 enterprises. A total of 347 questionnaires were retrieved, of which 338 were found valid for the study after review and validation. The statistical software (SPSS 26) was used for data processing and analysis. The results of hypothesis testing indicated the existence of a strong positive correlation between marketing intelligence and logistical performance, as well as a positive effect of marketing intelligence on logistical performance.